The Full Funnel Power of CTV: Why The Creative Is Your Biggest Lever.

In the race to optimize Connected TV (CTV) campaigns, most brands are laser-focused on targeting, segmentation, and media buying.

But here’s the truth: creative drives 60–70% of performance results. That means the visual, emotional story your audience sees on screen - the actual ad - is the single biggest driver of success across the funnel.

Yet, creative is still often treated like a static asset in a dynamic ecosystem.

At Origin, we believe that creative should be as dynamic as the data behind it. Our proprietary CTV platform with built-in custom creative optimization solutions (Aperture and Slingshot) is built to close the gap between what’s possible and what actually performs, pairing Identity Data + Creative Intelligence to build, test, and optimize ads that convert.

In this example, we applied different messaging to different audiences based on distance and updated the weather forecasts daily.

The result? Not just better creative - better outcomes. In fact, here is page of case studies proving the outcomes - CLICK HERE.

From top-of-funnel awareness to mid-and lower-funnel action, brands using Origin’s dynamic CTV solutions see lift across every key metric: higher completion rates, stronger brand recall, and greater ROI.

With Origin’s tools, advertisers can effortlessly deploy personalized creative variations that adapt to different audiences, devices, regions, or behaviors - all at scale.

What once took weeks of production and testing now happens in close to real time, with insights that flow directly into creative decision-making.

CTV has outgrown its reputation as “just another screen.” It’s a performance channel and your creative is the key to unlocking its potential.

If you’re still treating your CTV ads like one-size-fits-all assets, it’s time to rethink your approach. Because in today’s environment, the brands that win are the ones who let their creative do the heavy lifting.

If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.

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ABOUT ORIGIN 

Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.

With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.

Learn more at: originmedia.tv